Serena Chu

Caribou Coffee created this social media installation that allows passersby to add live posts using their smartphones.

Caribou Coffee partnered up with ad agency Colle + McVoy to recreate Pinterest’s digital board in real life, marking an interesting publicity stunt that weaves in creativity and entertainment. This five-storey Pinterest board is raised in the Mall of America in Minnesota, and allows passersby to pin live posts up to the board using their smartphones.

Much of the attention of the board is geared towards the launch of Carbou’s newest coffee blend, the Real Inspiration, which was gastronomically delighted by the brand’s coffee fans. To show thanks to fans who contributed ideas for the new coffee blend, Carbou wanted to inspire them right back, and according to Mike Caguin, chief creative officer of Colle + McVyo, that means seeing the coffee brewing process in a way that has never been done before.

In this episode, the PSFK team will guide listeners through six main insights into why customers still care about the store in the age of commerce (hint: they still love brick and mortar!—here's in-depth research into how retailers can meet their new expectations).